[摘　要]　针对当前经济形式下房地产市场销售的低迷和房地产市场的同质化现象，分析了当前房地产市场营销中存在的问题。通过剖析差异化理论的内涵，从产品差异化、服务差异化、品牌差异化、促销方式差异化四方面阐述了差异化理论在房地产市场营销中的应用，并对差异化策略的实施提出建议。
[关键词]　房地产；市场营销；差异化策略
Abstract: Aimed to the depressed state of real estate selling and growing trend toward homogenization in current economic condition, analyzes the current issue of real estate marketing. By analyzing the content of differentiation strategies, explains the specific application of the diversified theory in the competition of real estate marketing from the four differentiation strategies such as production differentiation, service differentiation, brand differentiation and sales promotions differentiation, and makes recommendations for the implementation of differentiation strategy in the real estate industries.
Key words: real estate; marketing; differentiation strategy
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建筑经济，2009（5）：56-59